As part of MTN's ongoing programme for their top 3000 clients, Launch Factory creates various top-level events. Each has to be entirely different and is aimed at pampering these valued customers. On this occasion the client brief was for an intimate event, spread over 3 consecutive evenings, that would create ‘a special warmth in the midst of a Highveld winter'.
Launch Factory came up with the strategic platform of ‘Seven Star Service' as both theme for this event but also a proposition on which to build for the future.
The event was designed around the Pleiades star cluster, better known as the Seven Sisters. From the digital invitation, through guests' arrival through a fire-warmed, star-lit tunnel, to the giant telescopes laid on for personal star-gazing hosted by qualified astro-physicists from SA Astronomical Society, everything reinforced the theme that not five… not six… but only seven star service would be good enough for these, our most important customers.
Huge posters were created featuring uniquely African cosmological signs, each related to the guests' birth dates and adding a personal touch to the evening. Entertainment and decor was similarly themed to link the African night skies to MTN's over-arching ‘Everywhere You Go' proposition.
Jaques Hattingh of MTN: “Launch Factory once again added real strategic value to this event. They have managed to package real relevance to our business objectives in a highly entertaining and unforgettable evening… even down to the actual partial eclipse of the moon, laid on for our final evening!”